How to track the true performance of your content

Content marketing has become the most important part of the marketing mix and there is no point of slowing down of this strategy as marketers plan to produce 70 percent more content than they did previous year. As content marketing continued to have growth and popularity, technology used to measure and track performance has also multiplied. There are hundreds of data points marketers can be looking at around a piece of content but not all metrics are created equal. Its important to track your content performance through meaningful data. Use deeper analytics in your strategy.

Understand your content campaign goals

It is a key to solving your content performance challenge. With having the clear understanding of what you hope to accomplish with each campaign will help you identify that which special metrics are critical which are just good to know.

For many organizations typically goals include brand recognition and exposure, increase sales or lead generation.

So, its very much essential to understand goals and key organisational objectives(i.e. Lead acquisition) to track the performance using right metrics.

Are you still adhere to vanity metrics?

The term vanity metrics has become so notable in the marketing world with the increase in content marketing and influencer marketing. Vanity metrics include likes, shares, comments, downloads, subscribers. While these number might look great but are not true indication of organisation success or campaign. These vanity metrics are not relevant in gauging actual engagement from those audience.

Let's assume that you have hired two influencers, influencer A may present you with a page view count from their website of 20,000 on monthly basis, whereas Influencer B reports only 8,000. However, once content is live on their sites, you found much more traffic coming from Influencer Y.  With deeper analytics reporting, and using off-site tracking, you will be able to report on which influencer is generating true engagement.

How to track deeper metrics?

Deeper metrics will let you know the real engagement and retention. It will help you to understand how real the audience is and capture more accurate ROI. Creating reports based on deeper metrics analysis would help track the true performance of your content, enable your team to make smarter, more informed decisions on strategy moving forward.

Below are few good starting points for the analytics

    Time on Content - you have to focus more on how long the user stayed with the content.

    Total timeline of engagement - Examine performance of each campaign over a certain period of time. This will give you an indication of the typical lifespan of engagement over a new content and would help you decide if additional promotion is needed to extend the reach of the campaign.

    Channel of Engagement - Your content performed best on LinkedIn or Twitter? This will help you take decision on better investment of resources and time.

    Content by engagement- which piece of content within the campaign has had the most engagement?

    Conversion rate by content

Tracking for deeper metrics involves looking ahead of the scope of your regular analytics tool. You can hire seo company in bangalore to for your marketing and analysis campaign to achieve the key objectives of your organisation.

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